This blog documents the Asian models (male and female) in the fashion media.

Monday, May 9, 2011

ADVERTORIAL: Du Juan in Vogue China, May 2011 for H&M

Vogue China has been doing something different from other international Vogue issues for quite sometime now. It features advertorials -- advertising + editorial, which is like a catalog where only one designer or brand is worn/shown throughout the entire story.

This concept is nothing new, per se. It is merely an extension of what has been happening in fashion editorials for a long time now. A regular editorial spread may still showcase multiple designers in a story but the mix-and-match of items from different designers in one single look is becoming increasingly rare. Most advertisers 'encourage' magazines to dress the model in a designer's complete runway look from head to toe, except maybe for accessories unless the brands also have an accessories line to further complete the look.

When was the last time you saw an editorial where a Prada dress is paired with anything but Prada shoes and bags?

You are right. The editor-in-chief of Vogue China, Angelica Cheung has said that there are more ads request than each issue can handle. There may be a possibility of another magazine but no details were given.

So I assume the magazine can charge a premium for these kinds of multiple-page advertorials.

They are actually very popular in Vogue Paris. It depends on who styles the shoots usually. Isabel Marant, Givenchy, and a few other brands are shown extensively b/c Carrine and now Emmanuele love the brands.